NEW DELHI: SilverPush, a San Francisco and Gurgaon based cross-device mapping platform, has introduced a new tech innovation for ad analytics that measures the effectiveness of television commercials and retargeting the TV viewers on mobile.
The new innovation was revealed at the second Ad Tech in Gurgaon, Delhi.
“This is the first time in India, we are exhibiting our product to technology enthusiasts. We did give a demo at Mobile World Congress this year in the first week of March for which we received a huge response,” said SilverPush CEO Hitesh Chawla.
The tech startup has created a new range of ad analytics services that offers insight on customer engagement with TV advertisements. It has gained substantial investments as well as response from brands across the globe.
Speaking to Indiantelevision.com, SilverPush product marketing manager Adarsh Sasi said that the new technology is integrated into the smart phone and this means a reach to around 18 million devices.
A special code in the device will catch the audio of the advertisement even if it is being seen on a normal television in the same room and not on the smart phone. Thus, the data comes directly from the consumer and can then be passed on to the advertiser, Sasi said.
The company uses a sophisticated deterministic modelling to identify the multiple devices associated with a single user and maps his/ her demographics and behavioural property into a unique id.
Answering a question, Sasi said that the charges varied according to the convenience of the advertiser, who could either pay according to the results they receive or the total number of viewers.
Ad Tech hosted the event to offer a platform to tech companies from the digital marketing industry, where they could exhibit their innovations and products to investors, customers and the general media.
Several keynote addresses and discussions formed part of the event led by hundreds of corporations and suppliers from digital marketing sector.
It offered a platform for networking, collaboration and tie-ups. The first Ad Tech last year had more than 3500 attendees and above 96 speakers.
